Overview
In two randomized field experiments, we investigate the effect of different choice architecture tools on sustainable consumtion and recycling behavior. Our project partners are two local providers of food-boxes, offering weekly compilations of seasonal, biological products to their clients. In a first experiment, we explore the role of gain vs. loss framed marketing messages (online newsletter) on consumer's willingness to buy sustainable everyday products. In contrast to existing evidence around loss framing, our preliminary results indicate that customers respond more positively to gain framed promotion messages as compared to loss framed messages. While the treatments differ in terms of newsletter-click-rates, we do not find significant differences in the number of products sold.
In a second experiment, we investigate how simple reminders can enhance the recycling of reusable plastic bags. We add different types of reminders (usual flyers vs. stickers which are directly attached to the vegetable plastic bags) to the weekly food boxes. Our preliminary results demonstrate a large increase of recycled plastic bags in both treatments compared to the control group. Sticker-reminders, which are close to the action of recycling, as well as flyer-reminders, which are more distant to the actual recycling action are shown to be effective means in promoting sustainable behavior.
